One aspect that many companies initially fail to consider is how their products will reach the market. Although the Internet provides a direct channel for software, hardware vendors have to rely on the sales channel (aka VARs and resellers) that have direct contact with their users. This is especially true for B to B start ups that sell to the enterprise, government and SMBs.

The most successful B to B startups have spent time focusing on building their channel and have developed a network of resellers that put their product in front of potential customers. But it is also important that the PR effort also be targeted to reach these key influencers. This means focusing on the publications, blogs, etc. that focus on the channel. One of the most important channel publication is CRN.

With that background, I am very proud to tell you that 4 Vantage clients were named to CRN’s Emerging Tech Vendors. They are Array Networks, eTelemetry, KEMP Technologies and Objectworld. The award recognizes the success of these companies in developing these sales channels. The award is important because, according to a CRN survey, 61 percent of solutions providers surveyed plan to increase the number of emerging technology vendors they partner with in the next 12 months. The Emerging Tech Vendor list is among the first places they will look.

Congratulations to the winners and their teams whose hard work and creativity have been recognized by CRN.

Written by Rob Adler

Last 3 posts by Radler

• 3 Defining Quotes From GreenBeat 2009 - December 9th, 2009
• A Social Media Fractured Fairy Tale - July 9th, 2009
• Live from the Archives - July 2nd, 2009

Tags: array networks, Channel Sales, CRN, CRN Emerging Tech Vendors, eTelemetry, KEMP technologies, Objectworld

This entry was posted on Thursday, July 17th, 2008 at 10:24 am and is filed under High Tech PR, Start ups, Technology, Vantage Communications. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.